Challenge

Use mobile channels to better connect consumers with moments of Magnum pleasure, using their estate of ice cream cabinets around the world.

How we helped do the right thing

As the lead partner agency for Unilever Foundry, (their innovation incubator) we worked with the global start-up community to find a solution to link on and offline behaviour for their Magnum ice cream brand.

What happened next

Working with start-up New Aer, we developed Tesco’s largest ever iBeacons trial. People within proximity to the cabinets could invite their friends to a free ice cream using the app to drive trial and engagement.

Success

The iBeacon promotional mechanic saw a 9% redemption rate, far above industry average for the category, driving online and offline engagement. This delivered a 13% sales increase YOY during the summer months.